Week 4 Writing Assignment Instructions REMINDER: Please select one of the product or service offerings from the list below.  · The Coca-Cola Company Your focus will be on the domestic, or U.S. marketing of this product only.  If the product is also marketing in other countries you do not need to concern yourself with the global operations.   You will use the same product or service as the subject of each of the four writing assignments. MRKT 310 Principles of Marketing Week 4 Writing Assignment Part 1 - Consumer Behavior:  How People Make Buying Decisions Learning Outcomes Model of Consumer Behavior:  Environmental factors.  Student can use the model of consumer behavior to identify those environmental factors most likely to affect the consumer decision making for a specific product or service. Model of Consumer Behavior:  Consumer factors.  Student can reference the model of consumer behavior to identify the consumer factors most likely to affect the decision making for a specific product or service. Role of Involvement in purchase decisions. Student can identify the role of consumer involvement applicable to a specific product or service offering and how that level of involvement affects the type of decision making.   Consumer decision-making process.  Student can identify how marketing strategy can influence each of the steps in the consumer decision-making process.   Directions · Refer to the product or service you selected at the beginning of the semester. This week, you want to take a closer look at what consumer factors may be relevant for customers who are considering buying your product or service offering.  This will require some critical thinking on your part based on your own behavior if you are a customer yourself, or you may want to talk to others who have purchased the product.  Sometimes you can find clues when looking at the marketing messages that may be addressing some of these factors.  · Prepare your assignment beginning with a title page with your name and the name of your product or service.  Then answer each of the following eight questions (four in part 1 and four in part 2) in order and number the beginning of your response to each question.  Although you do not need to repeat the question, there should be a heading to separate the sections.  The paper should contain approximately 5+ pages of analysis for the responses to the eight questions. 1. Consumer Behavior Model:Environmental factors.  Refer to the week's readings and the model of consumer behavior and identify two of the most important environmental factors you think are relevant to the customers of your product or service offering.  Explain your choices. 2. Consumer Behavior Model: Consumer factors.  Refer to this week's readings and the model of consumer behavior and identify the three most important consumer factors you think are relevant to the customers of your product or service offering.  Explain your choices. 3. Role of involvement in consumer deci.

1. Week 4 Writing Assignment
Instructions
REMINDER: Please select one of the product or service
offerings from the list below.
· The Coca-Cola Company
Your focus will be on the domestic, or U.S. marketing of this
product only. If the product is also marketing in other countries
you do not need to concern yourself with the global operations.
You will use the same product or service as the subject of each
of the four writing assignments.
MRKT 310 Principles of Marketing
Week 4 Writing Assignment
Part 1 - Consumer Behavior: How People Make Buying
Decisions
Learning Outcomes
Model of Consumer Behavior: Environmental factors. Student
can use the model of consumer behavior to identify those
environmental factors most likely to affect the consumer
decision making for a specific product or service.
Model of Consumer Behavior: Consumer factors. Student can
reference the model of consumer behavior to identify the
consumer factors most likely to affect the decision making for a
specific product or service.
Role of Involvement in purchase decisions. Student can identify
the role of consumer involvement applicable to a specific
product or service offering and how that level of involvement
affects the type of decision making.
Consumer decision-making process. Student can identify how
marketing strategy can influence each of the steps in the
consumer decision-making process.

2. Directions
· Refer to the product or service you selected at the beginning
of the semester. This week, you want to take a closer look at
what consumer factors may be relevant for customers who are
considering buying your product or service offering. This will
require some critical thinking on your part based on your own
behavior if you are a customer yourself, or you may want to talk
to others who have purchased the product. Sometimes you can
find clues when looking at the marketing messages that may be
addressing some of these factors.
· Prepare your assignment beginning with a title page with your
name and the name of your product or service. Then answer
each of the following eight questions (four in part 1 and four in
part 2) in order and number the beginning of your response to
each question. Although you do not need to repeat the question,
there should be a heading to separate the sections. The paper
should contain approximately 5+ pages of analysis for the
responses to the eight questions.
1. Consumer Behavior Model:Environmental factors. Refer to
the week's readings and the model of consumer behavior and
identify two of the most important environmental factors you
think are relevant to the customers of your product or service
offering. Explain your choices.
2. Consumer Behavior Model: Consumer factors. Refer to this
week's readings and the model of consumer behavior and
identify the three most important consumer factors you think are
relevant to the customers of your product or service offering.
Explain your choices.
3. Role of involvement in consumer decision-making. Identify
the level of involvement a customer of your product or service
might use to make a purchase/no purchase decision. Then,
discuss which type of buying behavior is most consistent with
that level of involvement.
4. Consumer decision-making process. Go through the six steps
of the purchase process outlined in the readings and identify
where marketing can influence each of the six steps. For

3. example, if a consumer just identified a need for your product
in step one, then the company can advertise how your product
fills that need. Or, if a consumer purchased your product, the
consumer can be called and asked about their satisfaction with
the product and if there are any dissatisfaction steps can be
taken to ensure the customer satisfaction. Be sure to be more
specific with respect to your product or service than this
example.
Part 2 - Market Segmentation, Targeting, and Positioning
Learning Outcomes
1. Segmentation. Students can use the segmentation
characteristics to identify and describe market segments
2. Target Market. Students can identify a usable market segment
to be a target market
3. Target-market strategy. Students can determine an
appropriate target-market strategy.
4. Positioning. Students can develop and interpret a perceptual
map.
Directions
· So far, you have only been considering the customers of your
product or service as one big group or a mass market. More
astute marketing breaks down this large group into smaller
market segments of consumers who have similar characteristics.
For any specific product or service, there could be numerous
market segments. However, company resources may only allow
a company to pursue one or two or these market segments,
which then become target market(s). In this paper, you should
divide the mass market for your product or service into at least
two market segments and then pick one target market you think
would have the most potential for future growth. This target
market does not have to be the one the company would have
actually picked or is currently pursuing.
· Think outside your own box. Chances are good you picked a
product with which you are familiar. That is a good starting
point, and you may represent one target market. But you may
represent a target market that is saturated and therefore not the

4. best target market to pick for the remainder of the semester. So
be sure your second target market is different enough and
represents growth potential.
· If you did not do a thorough analysis of the competition in the
prior writing assignment, you may need to go back and figure
out the nature of the product's or service’s competition. This
will be important when you address the positioning of your
product for your newly identified target market inasmuch as
positioning is a competition-based concept.
· We understand you are not an employee of the company and
do not have access to the data that you feel will allow you to
discuss the questions to the degree you would like. Take your
best educated and reasoned guesses whenever you need to do so.
· Your job will be to critically examine all of the segmentation
bases and arrive at your own description of potential market
segments for your product or service.
· You may want to
visit http://www.segmentationstudyguide.com/understanding-
perceptual-maps/a-step-by-step-guide-to-constructing-a-
perceptual-map/ for a step-by-step guide on how to draw a
perceptual or positioning map. Remember to label both axes of
your perceptual map. Meanwhile, here is an example of a
perceptual map for the beer market, an excellent example of a
highly competitive product.
· Prepare your assignment by answering the following four
areas of inquiry related to the learning outcomes noted above.
1. Segmentation. Using the various criteria of the segmentation
bases described in the week's readings and in Table 4.1, identify
at least two distinct market segments for your product or
service. Each market segment description must include at least
three (more if needed) of the characteristics from amongst any
of the four bases categories, e.g. one from demographic
variables, one or two from psychographic variables, and one
from behavioral variables, or a similar scheme. Be sure to
explain your choices based on what customer needs the product

5. or service offering can fill for each segment.
2. Target market. Select one of the market segments you
described in (1) above as the one you believe is or can be the
most profitable for your product or service offering and explain
why you feel they can represent growth for the company. Refer
to the six criteria for an attractive market segment as described
in course content under ‘Selecting Target Markets’. Name your
target market so you can use this name throughout all of your
remaining writing assignments. Your name should be
descriptive of the segments' characteristics like 'savvy young
shoppers' or 'educated baby boomers', or 'urban hipsters', or the
like. The goal is for your faculty member to get a mental image
of your target market for the remainder of the semester.
3. Target market strategy. Should the company focus all their
resources on this new target market (concentrated marketing) or
should they continue to pursue both the new and the existing
target market as well as other market segments (multi-segment
marketing)? Alternatively, is the market so saturated might
they be more successful by focusing solely on an even more
narrow market segment, perhaps an even narrower version
(niche marketing) of your selected target market, as their best
chance for growth? What is your reasoning?
4. Positioning. Draw yourself a perceptual map as illustrated in
the week's readings or use the websites noted in the directions.
Be sure to pick two criteria that are important to your new
target market for your two axes, perhaps two of the criteria you
used in Week 1 in your competitive analysis. The map at least
the two major competitors you noted in the previous writing
assignment and add any others that you may have discovered
since then. Describe what the perceptual map is telling you
regarding how each product is perceived in the minds of the
new target market you described above. You may have to make
a series of educated guesses for some of the data points.
Ideally, you want to find uncontested space. If your product
overlaps with a competing offering discuss whether or not your
product or service should try for an ‘uncontested’ space on the

6. map and ‘reposition’ itself; or if it should keep the same
position and compete for head-on with the other product. (You
will have a chance to make changes to the product, the pricing,
and the distribution to change the product's positioning and find
uncontested space in the coming weeks).
You will want to use marketing references for explaining the
concepts and other references for the product or service.
General Submission Requirements
· Prepare as a word-processed document (such as Microsoft
Word). Use a simple 12-point font such as Times New Roman.
Use black ink for the majority of your work and only use colors
if it enhances your ability to communicate your thoughts.
· Your assignment should be the equivalent of
approximately five+ pages of double-spaced text, approximately
1/2 page for each of the eight questions (four in Part 1 and four
in Part 2). You may attach exhibits that will not be counted
towards the page count of double-spaced text. The cover page
and References page are not part of the written analysis.
· Be sure your name, writing assignment number, and the name
of your product or service are on the cover page of your writing
assignment.
· Include a References page.
· You should use APA style formatting for your paper which
includes a certain location for page numbers, margins, and so
on. More information about using a style guide can be found in
the UMUC's virtual library accessible from your LEO classroom
or at umuc.edu/library or in the Content area of your classroom,
"Learn to use APA.
· Upload your word processed document in your LEO
assignments folder by the due date in the LEO calendar.
Refer to the grading rubric associated with the assignments. Be
sure to note that 20% of your grade on this assignment will be
based on your grammar, composition, adherence to the
submission requirements, and use of an appropriate college-
level style guide for writing and referencing.
Any questions? Please post in the general discussion forum for

7. Week 4. Or, feel free to contact your professor.
Due Date
Feb 4, 2018 11:59 PM
Hide Rubrics
Rubric Name: Bi-Weekly Assignment Rubric
Assignment Part 1
Excellent
1.5 points
Good
1.2 points
Fair
1.05 points
Poor
0.9 points
Not Acceptable
0 points
Marketing Concept #1
Student exhibits a high level of understanding of the first
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the first
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the first
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Marketing Concept #2
Student exhibits a high level of understanding of the second
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the second

8. marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the
second marketing concept in this writing assignment, but may
not have been able to apply the concept to a real product
effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Marketing Concept #3
Student exhibits a high level of understanding of the third
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the third
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the
third marketing concept in this writing assignment, but may not
have been able to apply the concept to a real product
effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Marketing concept #4
Student exhibits a high level of understanding of the fourth
marketing concept in the writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the
fourth marketing concept in this writing assignment and can
generally apply the concept to a real product.
Student exhibits an average level of understanding of the fourth
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.

9. Assignment Part 2
Excellent
1.5 points
Good
1.2 points
Fair
1.05 points
Poor
0.9 points
Not Acceptable
0 points
Marketing Concept #1
Student exhibits a high level of understanding of the first
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the first
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the first
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Marketing Concept #2
Student exhibits a high level of understanding of the first
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the first
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the first
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.

10. Student did not attempt or effort was off track.
Marketing Concept #3
Student exhibits a high level of understanding of the first
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the first
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the first
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Marketing Concept #4
Student exhibits a high level of understanding of the first
marketing concept in this writing assignment and can precisely
apply the concept to a real product.
Student exhibits a good level of understanding of the first
marketing concept in this writing assignment and can generally
apply the concept to a real product.
Student exhibits an average level of understanding of the first
marketing concept in this writing assignment, but may not have
been able to apply the concept to a real product effectively.
Student exhibits a poor understanding of the concept and cannot
demonstrate the concept's applicability to a real product.
Student did not attempt or effort was off track.
Assignment Adherence and Writing
Excellent
3 points
Good
2.4 points
Fair
2.1 points
Poor
1.8 points

11. Not Acceptable
0 points
Grammar, composition, adherence to submission requirements,
effective use of reference
Student submitted a professional document with no typos or
grammatical errors. Assignment adheres all all submission
requirements outlined in the syllabus. Student demonstrated
superior research and referencing skills and uses a college-level
style guide.
Student submitted a good document, may have a few typos or
grammatical errors. Assignment adheres to all submission
requirements outlined in the syllabus. Student demonstrated
adequate research and referencing skills, but may have some
issues with attribution of statements of facts or others' opinions,
uses a college-level style guide.
Student submitted an acceptable document, may have an
unacceptable number of distracting typos or grammatical errors.
Assignment does not adhere to all submission requirements
outlined in the syllabus. Student demonstrated poor research
and referencing skills leaving most statements of facts and
others' opinions unattributed, and attributions may not be in the
form of a college-level style guide.
Student submitted a poor document, typos and grammatical
errors very distracting to the reader. Assignment does not
comply with most submission requirements as outlined in the
syllabus. Students does not demonstrate any research and
referencing skills. Writing style needs significant help.
Suggest student seek the services of UMUC's Effective Writing
Program before submitting further assignments.
Student does not submit a writing assignment on time or in an
acceptable format.
Overall Score
Level 5
13.5 or more
Level 4
12 or more

12. Level 3
10.5 or more
Level 2
9 or more
Level 1
0 or more
13.5-15 points
90%-100%
12-13.5 points
80%-89%
10.5-12 points
70%-79%
9-10.5 points
60%-69%
0-9 points
0%-59%
Week 4 Writing Assignment
Instructions
REMINDER:
Please select one of the product or service offerings from the
list below.
The Coca
-
Cola Company

13. Your focus will be on the domestic, or U.S.
marketing of this product only.
If the product is also
marketing in other countries you do not need to concern
yourself with the global operations.
You will use the same product or service as the subject of each
of the four writing
assignments.
MRKT 310
Principles of Marketing
Week 4 Writing Assignment
Part 1
-
Consumer Behavior:
How People Make Buying Decisions
Learning Outcomes
Model of Consumer Behavior:
Environmental factors.
Student can use the model of consumer
behavior to identify those environ

14. mental factors most likely to affect the consumer decision
making for a specific product or service.
Model of Consumer Behavior:
Consumer factors.
Student can reference the model of consumer
behavior to identify the consumer factors most likely to affect
the decision making for a specific
product or service.
Role of Involvement in purchase decisions.
Student can identify the role of consumer
involvement applicable to a specific product or service offering
and how that level of involvement
affects the typ
e of decision making.
Consumer decision
-
making process.
Student can identify how marketing strategy can influence
each of the steps in the consumer decision
-
making process.
Directions

15. Refer to the product or service you selected at the beginning of
th
e semester. This week,
you want to take a closer look at what consumer factors may be
relevant for customers
who are considering buying your product or service offering.
This will require some
critical thinking on your part based on your own behavior if y
ou are a customer yourself,
or you may want to talk to others who have purchased the
product.
Sometimes you can
find clues when looking at the marketing messages that may be
addressing some of these
factors.
Week 4 Writing Assignment
Instructions
REMINDER: Please select one of the product or service
offerings from the list below.
The Coca-Cola Company
Your focus will be on the domestic, or U.S. marketing of this
product only. If the product is also
marketing in other countries you do not need to concern
yourself with the global operations.
You will use the same product or service as the subject of each

16. of the four writing
assignments.
MRKT 310 Principles of Marketing
Week 4 Writing Assignment
Part 1 - Consumer Behavior: How People Make Buying
Decisions
Learning Outcomes
Model of Consumer Behavior: Environmental factors. Student
can use the model of consumer
behavior to identify those environmental factors most likely to
affect the consumer decision
making for a specific product or service.
Model of Consumer Behavior: Consumer factors. Student can
reference the model of consumer
behavior to identify the consumer factors most likely to affect
the decision making for a specific
product or service.
Role of Involvement in purchase decisions. Student can
identify the role of consumer
involvement applicable to a specific product or service offering
and how that level of involvement
affects the type of decision making.
Consumer decision-making process. Student can identify how
marketing strategy can influence
each of the steps in the consumer decision-making process.
Directions
Refer to the product or service you selected at the beginning of
the semester. This week,
you want to take a closer look at what consumer factors may be
relevant for customers
who are considering buying your product or service offering.
This will require some
critical thinking on your part based on your own behavior if you
are a customer yourself,
or you may want to talk to others who have purchased the
product. Sometimes you can

17. find clues when looking at the marketing messages that may be
addressing some of these
factors.